USC Annenberg Center for Public Relations - Relevance Report 2026 - Sports as Society’s Mirror

Oct 13, 2026

USC Annenberg Center for Public Relations presents the 2026 Relevance Report focused on sports as a unifying force and a powerful storytelling engine. Forewords explain how sports connect people across differences, highlight surging women’s athletics, and describe how NIL is reshaping college athletes into brand builders. Additional sections frame sports as communication, with attention to Los Angeles as a global sports center and to technology transforming fans into active participants.

LanguageEnglish

CategoryGeneral

FormatPDF

Pages100

Reading Time35 min

AccessFree to download

Foreword

Sports Brings Us Together

The True Meaning Behind Sports

Editor’s Note

The True Meaning Behind Sports

Contributing Authors

From USC Annenberg

2026 USC ANNENBERG CENTER FOR PUBLIC RELATIONS INSIDE SPORTS AS SOCIETY’S MIRROR 7 THE BUSINESS IS THE GAME 25 NEXT GEN FANDOM 55 LOS ANGELES: THE WORLD’S SPORTS STAGE 81 © 2025 University of Southern California USC ANNENBERG CENTER FOR PUBLIC RELATIONS LOS ANGELES, CALIFORNIA OCTOBER 2025 F O R E W O R D SPORT BRINGS US TOGETHER BY / Fred Cook Director, USC Annenberg Centerfor Public Relations INA POLARIZED WORLD, almost everything feels divisive. But sports have the power to unite us. In that spirit, this year’s Relevance Report, our 10th edition, is all about sports. PR is about storytelling—and right now, the most powerful stories are being told on the field. The heartbreak of loss, the thrill of a last-second win—we all feel it, no matter who we are or where we come from. Here are a few of the topics driving the moment: · Women’s sports are surging. Arenas are full. Sponsorships are growing. New heroes are stepping into the spotlight. · NIL has flipped the script for college athletes. They’re not just playing games anymore. They’re building brands, signing contracts, and living under the same scrutiny as seasoned pros. · Technology has turned fans into participants. Streaming, podcasts, and social media have given everyone a platform. Right now, sports are especially relevant in Los Angeles. With the World Cup and the Olympics on the way and 17 professional teams already here—featuring global icons like Shohei Ohtani, Son Hueng-min and LeBron James—L.A. is at the center of the sports universe. And the Annenberg School is connected to all of it. The Relevance Report is not written in one voice. It’s a collaboration of professionals, professors and students—each with a unique opinion on how sports are impacting business, society and the PR industry. Together, their perspectives remind us that sports are more than entertainment. It’s communication at its most powerful. Fred Cook is the director of the USC Center of Public Relations, a professor of professional practice at USC Annenberg, and the chairman emeritus of the global PR firm Golin. During his 35-plus years at Golin, he has had the privilege to work with a variety of high-profile CEOs, including Herb Kelleher, Jeff Bezos and Steve Jobs, and manage a wide variety of clients, including Nintendo, Toyota and Disney. His book,“Improvise: Unconventional Career Advice from an Unlikely CEO,” is the foundation for his popular USC Annenberg honors class on Improvisational Leadership. E D I T O R ’ S N O T E THE TRUE MEANING BEHIND SPORTS BY / India Starr Sports have always been about more than kicking a ball, swinging a bat, or throwing a ball in a hoop. It’s all about connection. Week after week, we tune in to witness greatness in action and to hear stories of resilience, sacrifice, determination and grit. We laugh, we love, we cry, and we celebrate all wins and losses in the process. Through these stories, we begin to see through the label of “athlete” and recognize each individual for who they are: human. We are reminded that we all breathe, sweat, and bleed the same. We are reminded that we can and will uplift eachother regardless ofour differences. We are reminded that compassion is stronger than competition. This is what sports are all about. It’s time to turn to one another for love and support instead of allowing perceived differences, disinformation, and biases to continue to win. Because at the end of the day, we all play on the same team. So when the game clock strikes zero, our work isn’t over. We have a new responsibility: to carry this feeling in our daily lives and to remind ourselves and others that we are more alike than different. And that starts with us. India Starr is a data-driven storyteller with a passion for strategic communication and creating brand narratives. She is currently in her second year pursuing a Master in Public Relations and Advertising degree at USC Annenb

FAQs

What is the main theme of the USC Annenberg Relevance Report 2026?

The report centers on how sports reflect society and help connect people through powerful stories of resilience, competition, and shared humanity.

How does the report describe changes affecting college athletes?

It explains that NIL has flipped the script for college athletes, enabling them to build brands, sign contracts, and face scrutiny similar to seasoned professionals.

Why does the report emphasize Los Angeles in particular?

It argues sports are especially relevant in Los Angeles, citing major international events and the presence of multiple professional teams and global icons.

Oct 13, 2026

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